Download PDF by Reinhold Wagnleitner: Coca-Colonization and the Cold War: The Cultural Mission of

By Reinhold Wagnleitner

Reinhold Wagnleitner argues that cultural propaganda performed a massive half in integrating Austrians and different Europeans into the yank sphere throughout the chilly warfare. In Coca-Colonization and the chilly War, he indicates that 'Americanization' was once the end result not just of industry forces and consumerism but additionally of systematic making plans at the a part of the us.

Wagnleitner lines the intimate dating among the political and financial reconstruction of a democratic Austria and the parallel strategy of cultural assimilation. at the start, U.S. cultural courses were built to provoke Europeans with the achievements of yank excessive tradition. besides the fact that, pop culture used to be extra comfortably accredited, not less than one of the younger, who have been the first goal crew of the propaganda crusade. the superiority of Coca-Cola and rock 'n' roll are only examples addressed via Wagnleitner. quickly, the cultural hegemony of the USA grew to become obvious in approximately all quarters of Austrian existence: the clicking, ads, comics, literature, schooling, radio, song, theater, and type. Hollywood proved relatively potent in spreading American cultural beliefs. For Europeans, says Wagnleitner, the end result used to be a moment discovery of the US.

This booklet is a translation of the Austrian version, released in 1991, which gained the Ludwig Jedlicka Memorial Prize.

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Coca-Colonization and the Cold War: The Cultural Mission of the United States in Austria After the Second World War by Reinhold Wagnleitner


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